Here's why advertisers shelled out $3.8 million (per spot) for the Super Bowl*

The Ravens victory over the 49ers set a record for highest overnight ratings in Super Bowl history, according to preliminary Nielsen numbers. The game scored a 48.1 rating and 71 share (meaning that 71 percent of TVs that were on were tuned to the Super Bowl), That breaks the 47.9/71 record set last year. Viewership peaked in the last half hour, as the 49ers threatened to take the lead. (Deadline)

*Not a record: Turns out that the games was watched by 108.4 million viewers, which makes it the third most-watched Super Bowl of all time. That still makes it the biggest TV event of the year, by quite a margin.